What is Development Communication?
From: www.worldbank.org
Development communication is the integration of strategic communication in development projects.
Strategic communication is a powerful tool that can improve the chances of success of
development projects. It strives for behavior change not just information dissemination, education, or awareness-raising. While the latter are necessary ingredients of communication, they are not sufficient for getting people to change long-established practices or behaviors.
All development requires some kind of behavior change on the part of stakeholders. Research shows that changing knowledge and attitudes does not necessarily translate into behavior change. In order to affect behavior change, it is necessary to understand why people do what they do and understand the barriers to change or adopting new practices. It is not enough to raise awareness of the "benefits", it is critical to understand peoples' barriers or the "costs" they perceive such a change would entail.
From:http://en.wikipedia.org/wiki/Development_Communication
Development Communication, simply defined, is the use of communication to promote social development. More specifically, it refers to the practice of systematically applying the processes, strategies, and principles of communication to bring about positive social change.
Types of Communication in Development Organization
1. From:http://en.wikipedia.org
Corporate communications is the communication(s) issued by a corporate / organization / body / institute to all its public(s). Publics here - can be both internal (employees, stakeholders, i.e. - share and stock holders) and external (agencies, channel partners, media, government, industry bodies and institutes, educational institutes and general public). Corporate communications serves as the liaison between an organization and its publics.
From:http://www.netpresenter.com/index.php?option=com_content&task=view&id=6&Itemid=19&gclid=CIHY7NOklpsCFQcSzAodh1IYig
"Corporate communications drives business performance and is a key contributor to organizational success."But one can’t improve corporate communications by stuffing more messages into employees' flooded inboxes or by trying to enforce regular corporate website visits.
2. From:http://en.wikipedia.org/wiki/Internal_communications
Internal communications includes all communication within an organization. Communication may be oral or written, face to face or virtual, one-on-one or in groups. Effective internal communication is a vital means of addressing organizational concerns. Clear and concise internal communication helps to establish formal roles and responsibilities for employees and maintain organization and clarity within an establishment. Internal communication is the communication that exists within a company, between and among employees. It can take many forms, such as face-to-face casual conversations, formal meetings, phone calls, emails, memorandums, and internal wikis. Communication within an organization is key to success. An organization's adaptability to external changes relies on efficient communication internally.
3.From:http://en.wikipedia.org/wiki/Advocacy _Communication
Advocacy Communication influences change at the public level and promote issues related to development. The main function is to raise awareness on developing issues by using communication methods and media.
4.From:http://en.wikipedia.org/wiki/Development_Communication
The practice of development communication can be traced back to efforts undertaken in various parts of the world during the 1940s, but the widespread application of the concept came about because of the problems that arose in the aftermath of World War II .
Development Communication is the use of communication to promote social development. It refers to the practice of systematically applying the processes, strategies, and principles of communication to bring about positive social change.
History of Development Communication
Source: Hand outs and http://en.wikipedia.org, etc
The Three Paradigm
The Dominant Paradigm: Modernization
Modernization theory is rooted in the concept of development as modernization and dates back to soon after World War II and has been called the dominant paradigm because of its pervasive impact on most aspects of development. The main idea of this paradigm was to develop or overcome the development problems by modernizing under developed countries. The main idea is to advise the underdeveloped countries to follow the footsteps of richer, more developed countries.
In the 1960 the modernization paradigm faced strong opposition which gave birth to an alternative theoretical model called dependency theory. The theory emphasized on political-economic perspective.
The Emerging Paradigm: Participation
At certain point in time the promises of modernization paradigm failed to materialize and its methods came increasingly under fire, and dependency theories failed to provide a successful alternative model, a different approach focusing on people’s participation began to emerge. The model is called participation model. It works best with the participation on people to look for solutions.
